What is Demand Generation? Demand Gen Vs Lead Gen

Summary

Synopsis:

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    The key differences between demand generation and lead generation and how they work together in B2B marketing

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    The importance of demand generation in B2B marketing

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    Playbooks to effectively activate demand generation and lead generation strategies

Why should organisations invest in demand generation?

B2B demand generation vs lead generation: What is the difference?

Demand generation

Lead generation

Long-term:

Campaigns build and nurture brand awareness and interest by promoting content, events, and thought leadership to buying groups at target accounts (usually over 6 months).

Short-term:

Targeted campaigns focus on generating leads, that is, collecting data from prospects. Goals are typically measured per quarter, depending on the duration of campaigns.

Increase recurring revenue:

Strategies to foster brand interest and stronger relationships with prospects, which in turn, result in consistent sales and higher CLTV.

Increase sales opportunities:

Lead scoring helps identify the best opportunities for the sales team, with the highest chance of conversion.

Nurturing, content, and partnerships:

Content can be promoted to educate and nurture prospects. Partnerships, such as content distribution and activation, aim to promote the reach of your assets.

Landing pages:

With lead gen landing pages, the goal is to boost the number of prospects filling in contact forms by using a strong hook or leveraging content.

Grow a brand audience:

Develop future business opportunities by promoting your brand, its solutions, and its unique benefits.

Engage a brand audience:

Convert prospects into leads with campaigns that engage and encourage them to complete forms.

How do demand generation and lead generation work together?

DRIVE GROWTH AND FORGE LASTING CONNECTIONS WITH
YOUR AUDIENCE THROUGH A CUSTOMISED DEMAND
GENERATION STRATEGY BY OUR EXPERTS.

Reach out to our team at [email protected]

Why is demand generation important?

4-step guide to B2B demand generation

The INFUSE Accelerator is the industry’s first real-time demand intelligence platform designed to catalyse innovation and deliver exceptional demand outcomes. Book a demo to see how this tool can improve your demand performance

ARE YOUR MARKETING STRATEGIES DELIVERING THE DESIRED ROI?

Contact our team of demand experts at [email protected] for high performance demand generation programs crafted to help you reach your specific needs and objectives.

5-step guide to lead generation

Key takeaways

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    Demand generation builds relationships through long-term strategies such as targeted lead nurturing, whilst B2B lead gen focuses on gaining contact information for direct communication and sales opportunities.

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    Demand generation and lead generation work together to create a balanced, personalised client journey that drives conversions.

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    Demand generation is vital for marketing and sales in the B2B landscape, driving increased revenue through brand-building, improved lead quality, and client relationships. It fosters adaptability, enhances targeting, and boosts ROI, contributing to sustained business growth by attracting and engaging clients.

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    Leverage data-driven insights, ABM, and personalised content over multiple channels for targeted B2B demand generation, emphasising investment in seamless and custom client journeys.

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    Enhance B2B lead generation with diverse content creation, optimised landing pages, and lead generation campaigns, emphasising personalised engagement and outreach strategies.

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